I’ve wanted to write another article about the Yellow Pages, but want to get a quick note out about a FREE webinar tomorrow (the webinar is over, but you can still read useful yellow page and marketing information by Dick Larkin).

The webinar is moderated by Dick Larkin, the Yellow Pages Commando who is a nationally known expert who formerly worked in the Yellow Pages industry and for the last couple of years has been a proponent of online “yellow page” advertising.

I believe he has found that the print version is not yet dead and he promises to provide some very interesting and useful information. The webinar will also include several experts from the Yellow Pages industry.

I have attended several of Dick’s free webinars and they are very informative. In fact, I’m upset that I missed the last one. If you’re lucky enough to read this before tomorrow, you can sign up for the free webinar at the top of the page just under “Register Here”.

Just like a lot of people told me that TV advertising was coming to an end, many people seemed to think that the Yellow Pages would come to a quick end. While the Yellow Pages have seen a few bumps in the road, and may eventually disappear in 20 years, I believe they still work well now.

I get calls every week from lawyers saying they’re not getting calls anymore from yellow page advertising. They don’t want to continue wasting their money, but they’re afraid to stop advertising and lose their spot. They want to know what’s going on and what to do.

Apparently, lawyers are not the only ones. In his article “Quit wasting money on Yellow Page advertising” by Peter Fernandez, D.C., a yellow page, print advertising and practice management consultant for chiropractors, Dr. Fernandez answers the question, “Why has advertising in the Yellow Pages changed from one of the best ways to advertise to one of the worst in just a few years?”

Yellow page telephone books are distributed within small geographic areas which may be ideal for lawyer advertising, when the lawyer is not interested in clients residing more than 30 minutes from the law office. There are small yellow page books encompassing one or more villages and larger countywide yellow page books. Costco® is able to offer low prices because they buy products in very large quantities. Similarly, the more people advertising reaches, the less it costs per person, but the more it costs overall. Advertising in a county-wide yellow page telephone book is more cost-effective than in a village yellow book, but more expensive. Advertising on radio will reach more people than a yellow page book, while advertising on local TV will reach still more people. The most expensive and most cost-effective advertising is national TV which will reach the most number of people.